Air France Internet Marketing

communication channel Frances Case You wee honorable been hired by Rob Griffin to help him better reckon the effectiveness of gentle wind Frances online sponsored search efforts. He has requested decides to the future(a) questions 1. Please calculate the effectiveness of from each one of Air Frances trade movements across the 7 different publishing houses categories (3 points). papers Avg. Cost per thumbs Tot. Clicks Media Costs Tot. Bookings Tot. Revenue bring in Revenue electronic network Rev per Cost Avg. of Sales per Click % Avg. of Trans. Conv. % bumpkin-US 2 45,598 $46,198 662 $882,289 $836,091 18 1. 5% 183% MSN-Global 2. 15 11,217 $12,160 129 $145,524 $133,364 11 1. 15% 113% MSN-US 2. 87 10,808 $16,098 one hundred forty $181,550 $165,451 10 1. 30% 73% Google-Global 2. 22 72,895 $120,947 797 $929,550 $808,603 7 1. 09% 43% Google-US 2. 38 192,109 $353,641 1,550 $1,745,482 $1,391,841 4 0. 81% 41% onward motion-Global 0. 8 60,899 $64,296 372 $430,085 $365,789 6 0. 61% 24% procession-US 0. 76 119,323 $141,976 289 $347,433 $205,457 1 0. 24% 9% Grand enumerate 1. 9 512,849 $755,316 3,939 $4,661,913 $3,906,597 5 0. 77% 57% Based on the data above, we abide see that a. hayseed-US leads for the intimately effective grocery storeing campaign among 7 publishers found on the entireness wage revenue per cost, hayseed-US got the biggest judge, 18, it means that e real $1 that Air France spent they will receive $18 from their investment. The average of dealings conversion and average of sales per retick of Yahoo-US also leads amongst the other publishers. b. Google-US got the biggest of constitutional sort out(a) revenue from the marketing campaign, almost US$1. million, and also had the biggest thoroughgoing booking fleck.But our opinion is, Google US did not do the marketing very effective, the money for the media costs that they spent are the biggest amongst the other publishers, and the measure net profit revenu e per cost ratio is just 4. c. Overture-US is the most ineffective in doing Air France marketing campaign, even though the average costs per shoot the breeze of Overture-US is the lowest, merely the total clicks is the highest, it ranked the second highest amongst the other publishers, so it makes media cost of Overture-US igh and the total booking from the clicks is not in a good value, so we think that Overture-US have to improve their its campaign of Air France. 2. Should Media Contacts recommend the corresponding exact strategy for Air France across all search locomotive engine publishers? Or would it be more effective to tailor each publisher strategy to maximize ROI (Please provide support for your answer) (3 points) . From our analysis with the data provided by DoubleClick. Inc. , publishers have their own strong point to focus on in order to maximize their net revenue and tailor strategy for each publisher will be the best option.Below, we will explain publishers perfor mance in term of the following points * Campaign all in all of the publishers earn lot of revenues from their Air France Branded campaign with modest click charges on average of $1. 82 and maximum clicks of 106,153 from Google-US, opus Business shed light on campaign is not really productive to improver revenue as publishers lose money on this campaign. Click charges for Business Class campaign is ranged between $3. 76 (Yahoo-US) and $5. 39 (MSN-US) per click. Geo Targeted local search campaign has capableness in using Google-US overhaul.For character, In New York City, Google-US can get total of 3,167 clicks with 1. 39% transaction conversion rate. Compare with Paris & France bourn campaign, it only gets 0. 35% transaction conversion rate with 29,039 clicks. In Contrast, Yahoo revenue for its Geo Target campaign is very low and loses money in 10 out of 13 cities in US. * Key interchange Keywords that consist of Air France word are convincingly gaining more revenues than other keywords across all publishers. Google-US earns from the Air France brand, but losing money on bidding European cities keyword corresponding Lyon, Bordeaux, andRome.The use of give voice keywords also contributes to number of bookings like the forge DC to France Sale which have the highest conversion rate compare to others. varied with Google, Yahoo has moderately earned more income from the words of city such(prenominal) as Florence, Paris and Rome. This may be resulted from the difference search methods that Yahoo mainly focuses on web contents keywords. Overture more plausibly to gain revenue in words that relate with cities in easterly fragmentise of Europe like Athens, Tunis, Amman. Overture loses money on full unspecific words.Thus, Overture should focus on the exact keywords which have tie with flight and blend in to eastern part of Europe. MSN-US and MSN-Global costs mainly derived from phrase keywords except Air France Brand keywords. For example, phrase keyw ord of travel to France generates moderate number of 346 clicks, but none of the clicks succeed in sales conversion. Another example is flights to Paris, other publishers succeed in booking of positive net revenue with the keywords, while MSN-US and MSN-Global lose money. * Broad and focus keyword Broad keyword normally gains many clicks from the campaigns.By analyzing publishers performance data, we concluded that Yahoo-US, Overture-Global, MSN-US and MSN-Global are publishers that have strength in broad campaign keywords. Number of clicks for broad keywords represents minimum 90% of total clicks and generates higher transaction conversion rate than focus keywords. Google-US and Google-Global also have a huge clicks gained from broad keyword campaigns on the average of 74% and gain more revenues than focus keywords, but the transaction conversion rate is discredit than that of their campaign have.Although broad keywords gain many clicks for its ads, it doesnt guarantee the affix of sales. 3. Based on your analyses, who do you feel are the most reserve target customers upon whom Air France should focus their acquisition efforts (again, please provide sort out justification for your answer) (2 points) Due to several reason related to market passing and AirFrance partnership, we can support that Business customer segment would be the most heavy target market.Indeed, because of the development of new low fare companies, the value proposition among the competition changed and gave another offer to the consumers. Ryanair by providing chintzy hurt ticket attracted an important part of the price bare-assed customers who use to travel with previous oligopolistic offer with higher price. The business customers are less sensitive to the price, because of less changing (except in case of travelling budget restriction), contracts and promotional material with big companies. Ryanair, Irish company, was focused on intern European flight, victorious care of 26 dif ferent destinations.According to Exhibit1, AirFrance first market was Europe thenit was followed by the North American Market. The mix of price sensitive loss market and intern European market loss pushed AirFrance to work more on its flight between Europe and other continent (transcontinental flights). International and Transcontinental travelers are highly interesting target market. Therefore it is also important to specify this segment. Indeed, it should be the higher class, service and security sensitive customers.AirFrance provides a premium service compared to the competition. Based on our analysis, there is no or few people outside of USA (Google Global Europe, Asia, Africa) making AirFrance generating net income for European keywords (Greece, Florence, Paris). The American providers, Yahoo-US and Google-US, are the biggest revenue generator compared to Global (Yahoo-Global and Google-Global), by the same time Appendix 1 shows that American customers are not price sensitive a nd will generate less lettuce for cheap keywords.The partnership with LAvion for business travelers between Paris and Newark (NewYork) was a formal result of the AirFrance marketing situation. Through customer base, AirFrance kept a unchangeable business customer amount and lost a significant part of its price sensitive customers who finally shifted to other low-fareairlines. Appendix 1 Publisher Name Avg. Cost per clicks2 Tot. Clicks Media Costs Tot. Bookings Tot. Revenue Tot. Net Revenue Tot. Net Rev per Cost Google US $2. 45 10479 $24,104. 59 33 $25,287 $1,182. 06 0 Google Global $2. 43 3465 $7,052. 0 20 $19,180 $12,127. 35 2 Overture Global $0. 72 1892 $1,538. 15 10 $15,207 $13,669. 20 9 Yahoo US $2. 33 1474 $3,786. 91 7 $7,057 $3,269. 79 1 Overture US $0. 78 6883 $6,774. 70 9 $10,230 $3,455. 05 1 MSN Global $3. 46 50 $174. 87 0 $0 -$174. 87 (1) MSN US $4. 25 77 $252. 69 0 $0 -$252. 69 (1) Grand Total $2. 09 24320 $43,684. 81 79 $76,961 $33,275. 8 9 1 4. Based on your answer to Question 3, what B2B acquisition partners would your team recommend that Air France consider? 2 points) Based on our base analysis there are 3 types of B2B acquisition partners that Air France should consider doing partnership with which are Yahoo-US, LAvion. set-back partner, Yahoo-US, based on our group analysis from question 1 out result shows that Yahoo-US has the highest return on investment (ROI), the lowest cost per click and the lowest cost per booking. This is a good choice for Air France to train in partnership in order to get the best ROI while at the same time minimize their costs in ads.Not only that Air France can get a lot of ROI back but they also have a high possibility in acquiring more sales from the click of users. Therefore our group recommended Yahoo-US for Air France to consider. indorse partner, LAvion, as of our target customer from question number common chord our group focus on business travelers. LAvion only provides b usiness-class service between Paris International Airport and Newark International Airport. This can be link to with Ryanair partnership because as our group mentions before that Ryanair has not further a flight to USA where Air France is offering this route.By partnering with each other, twain Air France and Ryanair can enjoy their profit from these group of business travelers which Ryanair already have a lot of loyalty customer with them. For example, if the customer from Ryanair wants to disappear to United State they can use Air France service where profits can be shared between these two Airlines. Therefore, as our group has mention above, we believed that by partnership with these B2B business would eventually increase derive and contributes to gain good market growth with good profit toward Air France and its partnership companies.